THE GUIDING PURPOSE STRATEGY

Knowing your inner-Why is the new Know-How

Purpose is the Know-Why. And in today’s day and age, Know-Why is the new know-how. But understanding, articulating and knowing your Purpose is more than just possessing knowledge. It represents the intellectual essence of your raison d’être.

The Guiding Purpose Strategy is a stimulating deep-dive into the transformational power of Purpose. Looking through the lens of contemporary brand management and taking inspiration from the luxury industry, where strategy and meaning-making have stood the test of time, The Guiding Purpose Strategy provokes fresh thinking, illustrates through case studies and offers a hands-on tool to start your very own path towards finding your inner Why.

Building on 20+ years of experience of working with and for some of the most successful brands including Harley-Davidson and Aston Martin, global financial services firms, governments, charities and startups around the world, we demonstrate how the application of the GPS Framework can help you create your very own Guiding Purpose Strategy. Brands, companies and people with clarity of Purpose are changing the world. If you’re up for a journey of discovery and knowledge on professional and personal growth.

We are delighted to welcome you on board!

Brands & Cases

GPS Author Interview @ Cass Business School

More Videos

GPS Book Launch London

GPS Book Launch Zurich

GPS Framework

GPS Transparency

GPS Big Data

GPS Values

GPS Alignment

GPS Benefits

GPS Oxygen

GPS Retail

GPS Talent

The Framework

The application of the GPS Framework helps you create your own Guiding Purpose Strategy. Drawing from many years of experience of working with and for some of the most powerful brands, from Harley-Davidson and Aston Martin to global financial services firms, government institutions, charities and tech startups around the world, the GPS Framework represents the condensed result of 20+ years of what works.

“Going beyond the nuts and bolts of traditional marketing, this book explains why and how strong brands are built from within.”

“The Guiding Purpose Strategy offers a comprehensive look at how Purpose energizes and focuses strategy in a turbulent world. Kramer brings together key frameworks that combine principles and practice into actionable wisdom.”

Prof Marc J Ventresca, Faculty of Strategy and Innovation, University of Oxford

“You can’t get better than a ‘been-there-done-that’ global expert taking the time to reflect on his experiences and share his wisdom. Markus is one of the best, and this book is a must-read for anyone wanting to know about the future of brand management.”

Graeme Codrington, Futurist & CEO, TomorrowToday Global

“I recommend to all entrepreneurs to embed Purpose within their businesses from the start. The Guiding Purpose Strategy shows you how.”

Byron Smith, Founder & CEO, Blue Automotive and P1 Graphene Solutions

“If you’re looking for an explanation of how and why consumers chose you or your brand over someone else, stop here and read The Guiding Purpose Strategy.”

Dr Dimitrios Tsivrikos, Consumer and Business Psychologist, University College London

“Inspiring insights on how to navigate for professional and personal success through the lens of 21st-century brand management.”

Moira Clark, Professor of Strategic Marketing, Henley Business School

“The Guiding Purpose Strategy is wonderfully stimulating, practical and in many ways a modern technique to build and unleash brand performance.”

Dr Sepehr Tarverdian, CEO Hamayesh Farazan

“Focus, clarity and direction are priceless when it comes to determining factors for successful entrepreneurship. The Guiding Purpose Strategy is a great way to get all of this and more.”

Willi Helbling, CEO Business Professionals Network

“One fresh and fascinating read in contemporary brand management.”

“Purpose has been the driving force behind the success of the Audemars Piguet brand over the past years. This book is a great inspirational guide of how to leverage the power of purpose for brand building and beyond. ”

Tim Sayler, CMO Breitling, CMO Audemars Piguet 2011-2017

London Workshop 19 December 2018 – FULLY BOOKED

Learn how to create your own Guiding Purpose Strategy in this interactive, dynamic and rich 1-day learning experience. Craft your own, deeply rooted raison’dêtre based on your unique, inner value system and articulate your own strategy to harness the power of your inner WHY.

Zurich Workshop – 15 January 2019 – OPEN

Learn how to create your own Guiding Purpose Strategy in this interactive, dynamic and rich 1-day learning experience. Craft your own, deeply rooted raison’dêtre based on your unique, inner value system and articulate your own strategy to harness the power of your inner WHY.

New York Workshop – 24 January 2019 – OPEN

Learn how to create your own Guiding Purpose Strategy in this interactive, dynamic and rich 1-day learning experience. Craft your own, deeply rooted raison’dêtre based on your unique, inner value system and articulate your own strategy to harness the power of your inner WHY.

Tofig Husein-zadeh

Markus Kramer

About the Authors

Combining strengths and experience, bridging geographic, cultural and generational borders, Markus Kramer and Tofig Husein-zadeh bring a unique perspective on how purpose is the new frontier for competitive advantage in the 21st century.

Markus Kramer is a partner at Brand Affairs, a specialist consulting agency advising boards and executives on all aspects of strategic positioning and brand management. The broad range of brands Markus has worked with includes Harley-Davidson, Aston Martin, Ferrari, banks & financial service providers, governments, NGOs, startups and many more. Markus is a visiting Associate Professor in Brand Management at Cass Business School in London and a recognized thought leader in the fast-paced world of cutting-edge brand management. He speaks regularly at select business schools and conferences globally. Markus holds degrees in Marketing & Brand Management from the University of California at Berkeley, an MBA (hons.) from the Saïd Business School at the University of Oxford and a Certificate in the Future of Commerce from MIT. See Markus’ personal website here.

Tofig Husein-zadeh is an Istanbul based brand strategist, business writer, psychographics researcher, translator and speaker. A former writer for Harvard Business Review, Tofig’s articles about luxury brand management are published by The Brand Age and Campaign and he is the founder of the biannual print magazine The Intelligentsia. See Tofigs’ personal website here.

About

A unique blend of philosophical reflection, accumulated experience, case-studies and practical business frameworks, The Guiding Purpose Strategy is a book embarking on a journey towards uncovering your deeply rooted inner Purpose, the principal element needed to create and sustain a meaningful brand that in turn leads to a successful company or indeed a fulfilling life.